U.S. patent application number 13/595882 was filed with the patent office on 2013-02-28 for stagnant visitor management for engagement progression on web sites.
This patent application is currently assigned to LIMELIGHT NETWORKS, INC.. The applicant listed for this patent is Deepesh Chourey. Invention is credited to Deepesh Chourey.
Application Number | 20130054303 13/595882 |
Document ID | / |
Family ID | 47075560 |
Filed Date | 2013-02-28 |
United States Patent
Application |
20130054303 |
Kind Code |
A1 |
Chourey; Deepesh |
February 28, 2013 |
STAGNANT VISITOR MANAGEMENT FOR ENGAGEMENT PROGRESSION ON WEB
SITES
Abstract
A method and system for customizing web sites for visitor to
increase the likelihood a visitor becomes deepens the relationship
with the web site or becomes a customer is disclosed. A progression
level design defines levels and conditions for moving between those
levels. At each level, the web site is customized in predetermined
ways commensurate with that level. Information on the visitor is
gathered to evaluate their level and possibly upgrade or downgrade
that level. Reports detail flow of visitors between levels for
various time periods. Where that flow is not desired, the
progression level design can be changed by adding, removing or
changing levels and conditions.
Inventors: |
Chourey; Deepesh; (Dublin,
CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Chourey; Deepesh |
Dublin |
CA |
US |
|
|
Assignee: |
LIMELIGHT NETWORKS, INC.
Tempe
AZ
|
Family ID: |
47075560 |
Appl. No.: |
13/595882 |
Filed: |
August 27, 2012 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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13316359 |
Dec 9, 2011 |
8307081 |
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13595882 |
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PCT/US2011/042039 |
Jun 27, 2011 |
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13316359 |
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Current U.S.
Class: |
705/7.29 |
Current CPC
Class: |
G06Q 30/02 20130101;
G06Q 30/0201 20130101 |
Class at
Publication: |
705/7.29 |
International
Class: |
G06Q 10/00 20120101
G06Q010/00 |
Claims
1. A lead management system for managing visitor interaction with a
web site to cause customization the web site for a visitor, the
lead management system comprising: a progression design comprising
a plurality of progression levels and a plurality of level
qualifications, the plurality of progression levels comprising a
first progression level and a second progression level; one or more
servers that implement the progression design, the one or more
servers programmed to: gather interaction information from a
visitor to the web site, assign the visitor to the first
progression level from the plurality of progression levels,
evaluate the interaction information to determine the visitor has
met a first progression condition for movement from the progression
level to the second progression level, move the visitor from the
first progression level to the second progression level after
complying with the progression condition, and generate a report
that conveys movement of a plurality of visitors through the
progression condition, wherein the plurality of visitors include
the visitor, wherein material on the web site is presented to the
visitor while the visitor is in the first progression level, but
the material is not presented to the visitor while the visitor is
in the second progression level.
2. The lead management system for managing visitor interaction with
the web site to cause customization the web site for the visitor as
recited in claim 1, wherein the report identifies a number of
visitors in the first progression level and indicates one or more
durations of time that the visitors have been in the first
progression level.
3. The lead management system for managing visitor interaction with
the web site to cause customization the web site for the visitor as
recited in claim 1, wherein the one or more servers are further
programmed to: aggregate data indicative of movement of a plurality
of visitors from the first progression level to the second
progression level; and revise the progression condition based on
the aggregated data.
4. The lead management system for managing visitor interaction with
the web site to cause customization the web site for the visitor as
recited in claim 1, wherein the report is generated over a
user-entered time period.
5. The lead management system for managing visitor interaction with
the web site to cause customization the web site for the visitor as
recited in claim 1, wherein the progression condition requires
certain interaction between the visitor and the web site.
6. The lead management system for managing visitor interaction with
the web site to cause customization the web site for the visitor as
recited in claim 1, wherein the progression condition requires
certain information be given by the visitor to the web site.
7. The lead management system for managing visitor interaction with
the web site to cause customization the web site for the visitor as
recited in claim 1, further comprising scoring interaction
information to assign a lead score to the visitor, wherein the
progression condition is a threshold for the lead score.
8. One or more non-transitory machine-readable medium having
machine-executable instructions configured to manage visitor
interaction with a web site to cause customization of the web site
for a visitor, the one or more machine-readable medium comprising
code for: receiving a progression design comprising a plurality of
progression levels and a plurality of level qualifications, the
plurality of progression levels comprising a first progression
level and a second progression level; gathering interaction
information from a visitor to the web site; assigning the visitor
to the first progression level from the plurality of progression
levels; evaluating the interaction information to determine the
visitor has met a progression condition for movement from the
progression level to the second progression level; moving the
visitor from the first progression level to the second progression
level after complying with the progression condition; and
generating a report that conveys movement of a plurality of
visitors through the progression condition, wherein the plurality
of visitors include the visitor, wherein material on the web site
is presented to the visitor while the visitor is in the first
progression level, but the material is not presented to the visitor
while the visitor is in the second progression level.
9. One or more non-transitory machine-readable medium having
machine-executable instructions configured to manage visitor
interaction with the web site to cause customization of the web
site for the visitor as recited in claim 8, wherein the report
identifies a number of visitors in the first progression level and
indicates one or more durations of time that the visitors have been
in the first progression level.
10. One or more non-transitory machine-readable medium having
machine-executable instructions configured to manage visitor
interaction with the web site to cause customization of the web
site for the visitor as recited in claim 8, wherein the code is
further for: aggregating data indicative of movement of a plurality
of visitors from the first progression level to the second
progression level; and revising the progression condition based on
the aggregated data.
11. One or more non-transitory machine-readable medium having
machine-executable instructions configured to manage visitor
interaction with the web site to cause customization of the web
site for the visitor as recited in claim 8, wherein material on the
web site is accessible while the visitor is in the second
progression level, but the material is not accessible while the
visitors is in the first progression level.
12. One or more non-transitory machine-readable medium having
machine-executable instructions configured to manage visitor
interaction with the web site to cause customization of the web
site for the visitor as recited in claim 8, wherein the progression
condition requires certain interaction between the visitor and the
web site.
13. One or more non-transitory machine-readable medium having
machine-executable instructions configured to manage visitor
interaction with the web site to cause customization of the web
site for the visitor as recited in claim 8, wherein the progression
condition requires certain information be given by the visitor to
the web site.
14. One or more non-transitory machine-readable medium having
machine-executable instructions configured to manage visitor
interaction with the web site to cause customization of the web
site for the visitor as recited in claim 8, further comprising
scoring interaction information to assign a lead score to the
visitor, wherein the progression condition is a threshold for the
lead score.
15. A method for managing visitor interaction with a web site to
customize the web site for a visitor, the method comprising:
receiving a progression design comprising a plurality of
progression levels and a plurality of level qualifications, the
plurality of progression levels comprising a first progression
level and a second progression level; gathering interaction
information from a visitor to the web site; assigning the visitor
to the first progression level from the plurality of progression
levels; evaluating the interaction information to determine the
visitor has met a progression condition for movement from the
progression level to the second progression level; moving the
visitor from the first progression level to the second progression
level after complying with the progression condition; and
generating a report that conveys movement of a plurality of
visitors through the progression condition, wherein the plurality
of visitors include the visitor, wherein material on the web site
is presented to the visitor while the visitor is in the first
progression level, but the material is not presented to the visitor
while the visitor is in the second progression level.
16. The method for managing visitor interaction with the web site
to customize the web site for the visitor as recited in claim 15,
wherein the report identifies a number of visitors in the first
progression level and indicates one or more durations of time that
the visitors have been in the first progression level.
17. The method for managing visitor interaction with the web site
to customize the web site for the visitor as recited in claim 15,
further comprising: aggregating data indicative of movement of a
plurality of visitors from the first progression level to the
second progression level; and revising the progression condition
based on the aggregated data.
18. The method for managing visitor interaction with the web site
to customize the web site for the visitor as recited in claim 15,
wherein the report is generated over a user-entered time
period.
19. The method for managing visitor interaction with the web site
to customize the web site for the visitor as recited in claim 15,
wherein the progression condition requires certain information be
given by the visitor to the web site.
20. The method for managing visitor interaction with the web site
to customize the web site for the visitor as recited in claim 15,
further comprising scoring interaction information to assign a lead
score to the visitor, wherein the progression condition is a
threshold for the lead score.
Description
CROSS-REFERENCES TO RELATED APPLICATIONS
[0001] This application is a continuation of U.S. patent
application Ser. No. 13/316,359, filed Dec. 9, 2011, which is a
continuation of PCT/US2011/042039, filed Jun. 27, 2011. Each of the
above-listed applications is hereby incorporated by reference in
its entirety for all purposes.
BACKGROUND
[0002] This disclosure relates in general to customer engagement
tools and, but not by way of limitation, to web site engagement
tools.
[0003] Web sites are often an integral plan in advertizing product
and engaging customers or potential customers. Nurturing those
visitors to the web site has traditionally taken expertise, skill
and hands-on effort that is impractical to convert visitors into
customers. An experienced sales person could size-up a visitor as a
prospective customer, but the amount of visitors and their various
interaction would overwhelm any sales person trying to manually
gather prospects from web site visitors. Web sites have
traditionally not yielded as much customers as had been hoped such
that its marketing potential is often in question.
[0004] There are metric gathering tools and cookies to track user
interaction with one or more web sites. Information is provided on
web sites through content and third-party advertizing. That
information can be tracked to know what users are interacting with
and how they are using the web site. Reports containing this
information is often poorly organized and of little help in
determining what aspects of a web site might result in customer
affinity and eventual sales.
[0005] There are marketing automation systems that largely use
e-mail to deliver prospects to web sites. Campaigns can be designed
with varying levels of customization where information is known for
prospects. Once the marketing automation system delivers a prospect
to a web site, further monitoring of the visitor's interaction with
the web site is not performed. Delivering a prospect of the web
site through a campaign may have little correlation to making a
sale.
SUMMARY
[0006] In one embodiment, the present disclosure provides a method
and system for customizing web sites for visitor to increase the
likelihood a visitor becomes deepens the relationship with the web
site or becomes a customer. A progression level design defines
levels and conditions for moving between those levels. At each
level, the web site is customized in predetermined ways
commensurate with that level. Information on the visitor is
gathered to evaluate their level and possibly upgrade or downgrade
that level. Reports detail flow of visitors between levels for
various time periods. Where that flow is not desired, the
progression level design can be changed by adding, removing or
changing levels and conditions.
[0007] In another embodiment, a lead management system for managing
visitor interaction with a web site to cause customization the web
site for a visitor is disclosed. The lead management system
includes a progression design and one or more servers. The
progression design includes a plurality of progression levels and a
plurality of level qualifications, the plurality of progression
levels include a first progression level and a second progression
level. One or more servers, that implement the progression design,
are programmed to: gather interaction information from a visitor to
the web site, assign the visitor to the first progression level
from the plurality of progression levels, evaluate the interaction
information to determine the visitor has met a first progression
condition for movement from the progression level to the second
progression level, move the visitor from the first progression
level to the second progression level after complying with the
first progression condition, monitor inactivity of the visitor with
respect to the web site to determine that the visitor has met a
second progression condition, move the visitor from the second
progression level to another progression level after complying with
the second progression condition, and generate a report that
conveys movement of a plurality of visitors through the first
progression condition and second progression condition, wherein the
plurality of visitors include the visitor.
[0008] In yet another embodiment, one or more machine-readable
medium having machine-executable instructions configured to manage
visitor interaction with a web site to cause customization of the
web site for a visitor is disclosed. The one or more
machine-readable medium comprising code for: receiving a
progression design comprising a plurality of progression levels and
a plurality of level qualifications, the plurality of progression
levels comprising a first progression level and a second
progression level; gathering interaction information from a visitor
to the web site; assigning the visitor to the first progression
level from the plurality of progression levels; evaluating the
interaction information to determine the visitor has met a first
progression condition for movement from the progression level to
the second progression level; moving the visitor from the first
progression level to the second progression level after complying
with the first progression condition; monitoring inactivity of the
visitor with respect to the web site to determine that the visitor
has met a second progression condition; moving the visitor from the
second progression level to another progression level after
complying with the second progression condition; and generating a
report that conveys movement of a plurality of visitors through the
first progression condition and second progression condition,
wherein the plurality of visitors include the visitor.
[0009] In still another embodiment, a method for managing visitor
interaction with a web site to customize the web site for a visitor
is disclosed. In one step, a progression design is received that
includes a plurality of progression levels and a plurality of level
qualifications, the plurality of progression levels including a
first progression level and a second progression level. Interaction
information is gathered from a visitor to the web site. The visitor
is assigned to the first progression level from the plurality of
progression levels. The interaction information is evaluated to
determine the visitor has met a first progression condition for
movement from the progression level to the second progression
level. The visitor is moved from the first progression level to the
second progression level after complying with the first progression
condition. Inactivity of the visitor with respect to the web site
is monitored to determine that the visitor has met a second
progression condition. The visitor is moved from the second
progression level to another progression level after complying with
the second progression condition. A report is generated that
conveys movement of a plurality of visitors through the first
progression condition and second progression condition, wherein the
plurality of visitors include the visitor.
[0010] Further areas of applicability of the present disclosure
will become apparent from the detailed description provided
hereinafter. It should be understood that the detailed description
and specific examples, while indicating various embodiments, are
intended for purposes of illustration only and are not intended to
necessarily limit the scope of the disclosure.
BRIEF DESCRIPTION OF THE DRAWINGS
[0011] The present disclosure is described in conjunction with the
appended figures:
[0012] FIG. 1 depicts a block diagram of an embodiment of a lead
management system;
[0013] FIGS. 2A and 2B depict a level diagram of embodiments of a
progress level design;
[0014] FIG. 3 depicts a level diagram of an embodiment that shows
visitor movement;
[0015] FIGS. 4A and 4B depict a level diagram of embodiments
showing visitor ageing in various levels;
[0016] FIG. 5 depicts a chart of an embodiment showing aggregate
movement for each level;
[0017] FIG. 6 illustrates a flowchart of an embodiment of a process
for managing leads;
[0018] FIG. 7 illustrates a flowchart of an embodiment of a process
for gathering interaction between visitors and a web site;
[0019] FIG. 8 depicts a block diagram of an embodiment of a
computer system; and
[0020] FIG. 9 depicts a block diagram of an embodiment of a
special-purpose computer system.
[0021] In the appended figures, similar components and/or features
may have the same reference label. Further, various components of
the same type may be distinguished by following the reference label
by a dash and a second label that distinguishes among the similar
components. If only the first reference label is used in the
specification, the description is applicable to any one of the
similar components having the same first reference label
irrespective of the second reference label.
[0022] In the appended figures, similar components and/or features
may have the same reference label. Where the reference label is
used in the specification, the description is applicable to any one
of the similar components having the same reference label.
DETAILED DESCRIPTION
[0023] The ensuing description provides preferred exemplary
embodiment(s) only, and is not intended to limit the scope,
applicability or configuration of the disclosure. Rather, the
ensuing description of the preferred exemplary embodiment(s) will
provide those skilled in the art with an enabling description for
implementing a preferred exemplary embodiment. It is understood
that various changes may be made in the function and arrangement of
elements without departing from the spirit and scope as set forth
in the appended claims.
[0024] Referring first to FIG. 1, a block diagram of an embodiment
of a lead management system 100 is shown. Visitors 132 interact
with a web site 104 of a customer of the lead management system
108. Them marketing automation system 112 drives prospects to the
web site. Although a marketing automation system 112 is shown
separately, it could be integral with the lead management system
108 in other embodiments. The lead management system 108
choreographs the web site's interaction with the visitor to
hopefully result in a sale to or a deeper relationship with the
visitor.
[0025] The marketing automation system 112 in this embodiment
performs e-mail campaigns on prospects to engage them at the web
site 104. Campaign messages 120 are distributed through the e-mail
server 116 to prospects that may click-through the e-mail message
to a landing pad on the web site 104. The campaign messages 120 can
be customized for a particular prospect. Where a prospect becomes a
visitor at the web site, the prospect profile 122 can optionally be
provided to the interaction gathering engine 120 in some
embodiments.
[0026] The web site 104 includes an interaction gathering engine
120 that monitors the behavior of visitors 132 on the web site 104
and records demographic information given by visitors 132. The
interaction gathering engine 120 could be hosted on the same
computer system, hosting service or content delivery network (CDN)
as the web site 104. Some demographic information can be provided
by external sources, for example, the marketing automation system
112. The web site 104 provides some information to all visitors,
but other gated content 124 is only provided to visitors who have
reached a particular qualified level.
[0027] Information for the user and their behavior on the web site
104 are by the interaction gathering engine. The lead management
system 108 takes the information and stores it in visitor profiles
128. Interaction between the lead management system 108 and the
marketing automation system 112 allows sharing of profiles 122,
128. Additionally, the lead management system 108 can trigger the
marketing automation system 112 to perform an e-mail campaign.
Visitors are moved between levels that are defined in a progression
design 124. The progression designs are stored for multiple web
sites 104. A particular web site 104 has a progress level design
stored as a progression design that includes multiple levels that
visitors can achieve. Gated content 124 on the web site is content
that is only available conditionally in a particular level of the
progress level design or under other predetermined
circumstances.
[0028] With reference to FIG. 2A, a level diagram of an embodiment
of a progress level design 200-1 is shown. The interface depicted
operates in several modes according to check boxes 224, 228, 232
that allow selection of a visitor movement mode 224, a progress
level design mode 228 and a visitor ageing mode 232. In this
embodiment, the progress level design mode 228 is selected. The
other modes are shown in subsequent figures.
[0029] The progress level design 200-1 is stored in as a
progression design 124 and can be for a single web site 104 or a
group of web sites. This embodiment includes three levels, but
there could be any number of levels as defined by a customer of the
lead management system. This embodiment includes an anonymous level
204 where visitors 132 first land on the web site 104 without
giving any information. Once information is given by the visitor or
the marketing automation system 112, the visitor progresses to an
engaged level 208.
[0030] For each visitor 132 that is identified, a lead score is
tracked. The lead score can be a function of the amount of
interaction where different actions are given different scores. For
example, downloading a white paper, providing additional
demographic information, answering questions, viewing video or
audio content, reading web pages, browsing time, or other
behavioral information is scored to change the lead score.
Additionally, the demographic or other information provided to the
web site 104 can affect the lead score. For example, a purchasing
manager title given may be scored higher than the title of janitor.
Once a lead score of 150 is reached in this embodiment, the visitor
moves to a buying horizon level 212.
[0031] Reports of stagnant visitors are generated so that remedial
action can be manually or automatically taken. For example, a
visitor might be moved from a later-stage level to an earlier-stage
level where there has been a period of inactivity. This keeps the
highly-qualified leads in the later-stage levels to a minimum to
reduce the visitors that are unlikely to be customers. In this
embodiment, stagnant visitors are automatically moved from the
buying horizon level 212 to the engaged level 208 after 15 days of
inactivity and from the engaged level 208 to the anonymous level
204 after ninety days of inactivity. Additionally, a visitor 132 in
this embodiment moves back to the anonymous level 204 where the
visitor 132 manually erases contact information previously given to
the web site 104.
[0032] Referring next to FIG. 2B, a level diagram of an embodiment
of a progress level design 200-2 is shown. This embodiment adds a
couple more levels over the embodiment of FIG. 2B. The number of
levels and conditions that move between levels is unlimited and
only bounded by the complexity desired by the customer. When in the
buying horizon level 212 and there has been 45 days without
interaction with the web site 104 by the visitor, the visitor is
moved to a nurturing program level 216. Any number of things could
be done in this level to make the web site 104 or customer more
inviting to the visitor before returning to the engaged level 208.
For example, advertizing could be removed from the web site 104,
coupons could be offered, personalization of the web site 104 for
the visitor could be performed, representatives of the web site
could call, text or e-mail the visitor, etc.
[0033] After 120 days of inactivity in the engaged level 208, the
visitor could be moved by the lead management system 108 to the
marketing automation level. In this level, the marketing automation
system 112 is provided any additional visitor profile information
128 to perform one or more e-mail messages to the visitor 132 to
encourage their return to the web site 104. With a return to the
web site 104 by the visitor, they would return to the engaged level
208.
[0034] With reference to FIG. 3, an embodiment a level diagram 300
of that shows visitor movement is presented. The visitor movement
mode 224 is selected, which pulls-up uses a time range control 308
specified with a begin pulldown control 304 and an end pulldown
control 312. The time range control 308 shows the days in the
range. A particular point or sub-range of days can be selected on
the time range control 308 to narrow the dataset used.
[0035] For each conditional line between levels, the number of
visitors 132 is shown for the given time range chosen. In this way,
any unusual flows of visitors 132 can be observed to improve the
progress level design. For example, a large number of visitors 132
are returning to the anonymous level 204 from the engaged level 208
because of inactivity. The remedial action could be to add in a
nurturing level or perform an e-mail campaign to reengage the
visitors 132.
[0036] The average number of visitors 132 in a particular level for
the date range is also displayed in the level diagram 300. In this
example, the anonymous level 204 has 432 visitors 132 on average.
Where an unexpected number of visitors 132 are stuck at a
particular level, more levels could be added to finesse out what
could be a problem. For example, the anonymous level 204 has some
new visitors 132 and some that have returned for a higher level.
Those to groups could have their own level to treat them
differently by the web site 104.
[0037] Referring next to FIG. 4A, an embodiment of a level diagram
400-1 showing visitor ageing in various levels is depicted. The
visitor movement control 224 and the visitor ageing control 232 are
active. The explanation of the visitor movement control 224 is not
reiterated here, but follows the description above in relation to
FIG. 3. The values given are average values for the specified
thirty-four day time period.
[0038] The visitor ageing control 232 places charts next to each
level that show how long visitors 132 have been at each level. For
complex level diagrams, the charts for individual levels could be
put in a hover control or turned on or off individually. A barchart
is used in this embodiment to show the number of visitors in each
sub-range of dates. For example, there are seven visitors 132 that
have been in the buying horizon level 212 for one week, thirteen
for between one week and two weeks, twenty-six for between two and
three weeks, eleven for between three and four weeks, and
thirty-three for longer than one month.
[0039] Although barcharts are used in this embodiment, other
embodiments could use other charts or even display raw data. For
example, a curve could be shown that indicates the number of
visitors that have been stagnant for each day in the range. The
barchart could be rotated. Some embodiments could allow more or
less grouping of the staleness date ranges.
[0040] With reference to FIG. 4B, an embodiment of a level diagram
400-2 showing visitor ageing in various levels is depicted. In this
example, only the visitor ageing control 232 is active.
Additionally, the time range control 308 has been used to select
values for a particular day in the range of days available. The
barcharts are updated to reflect data for Day 10 or July 6. The
time range control 308 could be manipulated by dragging to select a
number of days as a subrange in the thirty-four days of data.
[0041] Referring next to FIG. 5, a chart of an embodiment 500
showing aggregate movement for each level is shown over a week
period. This embodiment has three levels arranged from low to high
from the perspective that a higher level is more likely to become a
customer. The barchart is for the last week of information, but the
prior day or month could also be shown. Additionally, selection of
a custom date range could be done. For each level, the number of
static visitors 504 (i.e., those that have stayed in the particular
level) is shown along with those that moved from a lower level 512
(i.e., forward movement toward being a customer). For example, in
the engaged level 208 there are sixty visitors 132 who stayed the
entire week, seven visitors were degraded from a higher level and
eighteen visitors were enhanced from a lower level.
[0042] With reference to FIG. 6, a flowchart of an embodiment of a
process 600 for managing leads is shown. The depicted portion of
the process 600 begins in block 604 where a customer creates
progression levels and conditions for moving between those levels.
The progression level design is stored in by the lead management
system 108 as a progression design 124 in block 606. Any prospect
profiles 122 are passed to the visitor profiles 128 when the viewer
132 clicks through to the web site 104 in block 608. The
interaction gathering engine 120 reports information from the
viewer 132 that could be expressed by the viewer 132 or behavior of
the viewer 132 in block 610.
[0043] The lead management system 108 controls the web site 104
according to the progression level design in block 612. In this
way, each viewer 132 receives a customized experience according to
what they have done previously. For example, certain gated content
124 is only made available to visitors beyond a threshold in their
lead score or at a particular level. Additionally, the advertizing
could change, the suggested content could be updated, the quality
of service (QoS) could be changed, etc.
[0044] In block 616, the lead management system 108 produces
various reports. The reports are viewed by customers of the lead
management system 108 to determine how the progression level design
can be improved. The reports could be displayed, printed or sent in
electronic form to the customers. An interface to the lead
management system 108 allows for interaction with the reports. In
this embodiment, the lead management system 108 is software as a
service in the cloud, but in other embodiments, the lead management
system 108 could be enterprise software integral or in
communication with the web site 104. In bock 620, the progression
level designed is updated with more or less levels and conditions,
etc. to improve performance and convert more visitors 132 into
customers.
[0045] Referring next to FIG. 7, a flowchart of an embodiment of a
process 628 for gathering interaction between visitors and a web
site is shown. The process 628 corresponds to block 628 in FIG. 6.
The depicted portion of the process begins in block 704 where the
visitor profile 128 is updated with information gathered by the
interaction gathering engine 120, the marketing automation system
112 or elsewhere. Staleness (i.e., elapsed time without interaction
between visitor and web site) is information that is updated in the
visitor profile 128. The gathered information is evaluated to
update the lead score in block 708.
[0046] In bock 712, the current progression level is retrieved from
the visitor profile 128. It is determined in block 716 if any of
the conditions to exit from the current progression level. If none
of the conditions are met as determined in block 720, no changes to
level are made. Where a condition is met, the new progression level
is stored for the visitor 132 in the visitor profile 128 in block
724. The behavior of the web site 104 is automatically updated for
the visitor 132 according to the new progression level.
[0047] A number of variations and modifications of the disclosed
embodiments can also be used. For example, customization of a web
site is described, but the same customizations could be performed
by application software, a run-time applet, a smart-phone
application, or any software function that provide information to
potential customers.
[0048] Referring next to FIG. 8, an exemplary environment with
which embodiments may be implemented is shown with a computer
system 800 that can be used by a designer 804 to design, for
example, electronic designs. The computer system 800 can include a
computer 802, keyboard 822, a network router 812, a printer 808,
and a monitor 806. The monitor 806, processor 802 and keyboard 822
are part of a computer system 826, which can be a laptop computer,
desktop computer, handheld computer, mainframe computer, etc. The
monitor 806 can be a CRT, flat screen, etc.
[0049] A designer 804 can input commands into the computer 802
using various input devices, such as a mouse, keyboard 822, track
ball, touch screen, etc. If the computer system 800 comprises a
mainframe, a designer 804 can access the computer 802 using, for
example, a terminal or terminal interface. Additionally, the
computer system 826 may be connected to a printer 808 and a server
810 using a network router 812, which may connect to the Internet
818 or a WAN.
[0050] The server 810 may, for example, be used to store additional
software programs and data. In one embodiment, software
implementing the systems and methods described herein can be stored
on a storage medium in the server 810. Thus, the software can be
run from the storage medium in the server 810. In another
embodiment, software implementing the systems and methods described
herein can be stored on a storage medium in the computer 802. Thus,
the software can be run from the storage medium in the computer
system 826. Therefore, in this embodiment, the software can be used
whether or not computer 802 is connected to network router 812.
Printer 808 may be connected directly to computer 802, in which
case, the computer system 826 can print whether or not it is
connected to network router 812.
[0051] With reference to FIG. 9, an embodiment of a special-purpose
computer system 900 is shown. The lead management system 108 and
marketing automation system 112 are examples of a special-purpose
computer system 900. The above methods may be implemented by
computer-program products that direct a computer system to perform
the actions of the above-described methods and components. Each
such computer-program product may comprise sets of instructions
(codes) embodied on a computer-readable medium that directs the
processor of a computer system to perform corresponding actions.
The instructions may be configured to run in sequential order, or
in parallel (such as under different processing threads), or in a
combination thereof. After loading the computer-program products on
a general purpose computer system 826, it is transformed into the
special-purpose computer system 900.
[0052] Special-purpose computer system 900 comprises a computer
802, a monitor 806 coupled to computer 802, one or more additional
user output devices 930 (optional) coupled to computer 802, one or
more user input devices 940 (e.g., keyboard, mouse, track ball,
touch screen) coupled to computer 802, an optional communications
interface 950 coupled to computer 802, a computer-program product
905 stored in a tangible computer-readable memory in computer 802.
Computer-program product 905 directs system 900 to perform the
above-described methods. Computer 802 may include one or more
processors 960 that communicate with a number of peripheral devices
via a bus subsystem 990. These peripheral devices may include user
output device(s) 930, user input device(s) 940, communications
interface 950, and a storage subsystem, such as random access
memory (RAM) 970 and non-volatile storage drive 980 (e.g., disk
drive, optical drive, solid state drive), which are forms of
tangible computer-readable memory.
[0053] Computer-program product 905 may be stored in non-volatile
storage drive 980 or another computer-readable medium accessible to
computer 802 and loaded into memory 970. Each processor 960 may
comprise a microprocessor, such as a microprocessor from Intel.RTM.
or Advanced Micro Devices, Inc..RTM., or the like. To support
computer-program product 905, the computer 802 runs an operating
system that handles the communications of product 905 with the
above-noted components, as well as the communications between the
above-noted components in support of the computer-program product
905. Exemplary operating systems include Windows.RTM. or the like
from Microsoft Corporation, Solaris.RTM. from Sun Microsystems,
LINUX, UNIX, and the like.
[0054] User input devices 940 include all possible types of devices
and mechanisms to input information to computer system 802. These
may include a keyboard, a keypad, a mouse, a scanner, a digital
drawing pad, a touch screen incorporated into the display, audio
input devices such as voice recognition systems, microphones, and
other types of input devices. In various embodiments, user input
devices 940 are typically embodied as a computer mouse, a
trackball, a track pad, a joystick, wireless remote, a drawing
tablet, a voice command system. User input devices 940 typically
allow a user to select objects, icons, text and the like that
appear on the monitor 806 via a command such as a click of a button
or the like. User output devices 930 include all possible types of
devices and mechanisms to output information from computer 802.
These may include a display (e.g., monitor 806), printers,
non-visual displays such as audio output devices, etc.
[0055] Communications interface 950 provides an interface to other
communication networks and devices and may serve as an interface to
receive data from and transmit data to other systems, WANs and/or
the Internet 818. Embodiments of communications interface 950
typically include an Ethernet card, a modem (telephone, satellite,
cable, ISDN), a (asynchronous) digital subscriber line (DSL) unit,
a FireWire.RTM. interface, a USB.RTM. interface, a wireless network
adapter, and the like. For example, communications interface 950
may be coupled to a computer network, to a FireWire.RTM. bus, or
the like. In other embodiments, communications interface 950 may be
physically integrated on the motherboard of computer 802, and/or
may be a software program, or the like.
[0056] RAM 970 and non-volatile storage drive 980 are examples of
tangible computer-readable media configured to store data such as
computer-program product embodiments of the present invention,
including executable computer code, human-readable code, or the
like. Other types of tangible computer-readable media include
floppy disks, removable hard disks, optical storage media such as
CD-ROMs, DVDs, bar codes, semiconductor memories such as flash
memories, read-only-memories (ROMs), battery-backed volatile
memories, networked storage devices, and the like. RAM 970 and
non-volatile storage drive 980 may be configured to store the basic
programming and data constructs that provide the functionality of
various embodiments of the present invention, as described
above.
[0057] Software instruction sets that provide the functionality of
the present invention may be stored in RAM 970 and non-volatile
storage drive 980. These instruction sets or code may be executed
by the processor(s) 960. RAM 970 and non-volatile storage drive 980
may also provide a repository to store data and data structures
used in accordance with the present invention. RAM 970 and
non-volatile storage drive 980 may include a number of memories
including a main random access memory (RAM) to store of
instructions and data during program execution and a read-only
memory (ROM) in which fixed instructions are stored. RAM 970 and
non-volatile storage drive 980 may include a file storage subsystem
providing persistent (non-volatile) storage of program and/or data
files. RAM 970 and non-volatile storage drive 980 may also include
removable storage systems, such as removable flash memory.
[0058] Bus subsystem 990 provides a mechanism to allow the various
components and subsystems of computer 802 communicate with each
other as intended. Although bus subsystem 990 is shown
schematically as a single bus, alternative embodiments of the bus
subsystem may utilize multiple busses or communication paths within
the computer 802.
[0059] Specific details are given in the above description to
provide a thorough understanding of the embodiments. However, it is
understood that the embodiments may be practiced without these
specific details. For example, circuits may be shown in block
diagrams in order not to obscure the embodiments in unnecessary
detail. In other instances, well-known circuits, processes,
algorithms, structures, and techniques may be shown without
unnecessary detail in order to avoid obscuring the embodiments.
[0060] Implementation of the techniques, blocks, steps and means
described above may be done in various ways. For example, these
techniques, blocks, steps and means may be implemented in hardware,
software, or a combination thereof. For a hardware implementation,
the processing units may be implemented within one or more
application specific integrated circuits (ASICs), digital signal
processors (DSPs), digital signal processing devices (DSPDs),
programmable logic devices (PLDs), field programmable gate arrays
(FPGAs), processors, controllers, micro-controllers,
microprocessors, other electronic units designed to perform the
functions described above, and/or a combination thereof.
[0061] Also, it is noted that the embodiments may be described as a
process which is depicted as a flowchart, a flow diagram, a data
flow diagram, a structure diagram, or a block diagram. Although a
flowchart may describe the operations as a sequential process, many
of the operations can be performed in parallel or concurrently. In
addition, the order of the operations may be re-arranged. A process
is terminated when its operations are completed, but could have
additional steps not included in the figure. A process may
correspond to a method, a function, a procedure, a subroutine, a
subprogram, etc. When a process corresponds to a function, its
termination corresponds to a return of the function to the calling
function or the main function.
[0062] Furthermore, embodiments may be implemented by hardware,
software, scripting languages, firmware, middleware, microcode,
hardware description languages, and/or any combination thereof When
implemented in software, firmware, middleware, scripting language,
and/or microcode, the program code or code segments to perform the
necessary tasks may be stored in a machine readable medium such as
a storage medium. A code segment or machine-executable instruction
may represent a procedure, a function, a subprogram, a program, a
routine, a subroutine, a module, a software package, a script, a
class, or any combination of instructions, data structures, and/or
program statements. A code segment may be coupled to another code
segment or a hardware circuit by passing and/or receiving
information, data, arguments, parameters, and/or memory contents.
Information, arguments, parameters, data, etc. may be passed,
forwarded, or transmitted via any suitable means including memory
sharing, message passing, token passing, network transmission,
etc.
[0063] For a firmware and/or software implementation, the
methodologies may be implemented with modules (e.g., procedures,
functions, and so on) that perform the functions described herein.
Any machine-readable medium tangibly embodying instructions may be
used in implementing the methodologies described herein. For
example, software codes may be stored in a memory. Memory may be
implemented within the processor or external to the processor. As
used herein the term "memory" refers to any type of long term,
short term, volatile, nonvolatile, or other storage medium and is
not to be limited to any particular type of memory or number of
memories, or type of media upon which memory is stored.
[0064] Moreover, as disclosed herein, the term "storage medium" may
represent one or more memories for storing data, including read
only memory (ROM), random access memory (RAM), magnetic RAM, core
memory, magnetic disk storage mediums, optical storage mediums,
flash memory devices and/or other machine readable mediums for
storing information. The term "machine-readable medium" includes,
but is not limited to portable or fixed storage devices, optical
storage devices, wireless channels, and/or various other storage
mediums capable of storing that contain or carry instruction(s)
and/or data.
[0065] While the principles of the disclosure have been described
above in connection with specific apparatuses and methods, it is to
be clearly understood that this description is made only by way of
example and not as limitation on the scope of the disclosure.
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